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A Managerial Investigation into the Product Placement Industry

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  • RUSSELL, CRISTEL ANTONIA
  • BELCH, MICHAEL

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Suggested Citation

  • Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(01), pages 73-92, March.
  • Handle: RePEc:cup:jadres:v:45:y:2005:i:01:p:73-92_05
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    Citations

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    Cited by:

    1. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    2. repec:eee:jbrese:v:83:y:2018:i:c:p:151-159 is not listed on IDEAS
    3. Horrigan, David, 2009. "Branded Content: A new Model for driving Tourism via Film and Branding Strategies," MPRA Paper 25419, University Library of Munich, Germany, revised 28 Aug 2009.
    4. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    5. repec:eee:ijrema:v:33:y:2016:i:3:p:491-507 is not listed on IDEAS
    6. Jean-Marc Lehu & Etienne Bressoud, 2007. "Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique," Post-Print halshs-00305723, HAL.
    7. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    8. Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
    9. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    10. Frank, Bianca & Rennhak, Carsten, 2011. "Product Placement am Beispiel des Kinofilms Sex and the City: The Movie," Reutlingen Working Papers on Marketing & Management 2009-03, Reutlingen University, ESB Business School.
    11. Asad Ullah Khan & Rabna Nawaz Lodhi & Muhammad Faisal Saddique, 2015. "Exploring Consumer Behavior towards Product Placement Strategy through Television Programs: A Case Study of Q Mobile in Pakistan," International Journal of Economics and Empirical Research (IJEER), The Economics and Social Development Organization (TESDO), vol. 3(3), pages 105-114, March.
    12. Etienne Bressoud & Jean-Marc Lehu, 2008. "Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions," Post-Print halshs-00303667, HAL.

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